A1 Journal article (refereed)
An effectual approach to executing dynamic capabilities under unexpected uncertainty (2022)

Mero, J., & Haapio, H. (2022). An effectual approach to executing dynamic capabilities under unexpected uncertainty. Industrial Marketing Management, 107, 82-91. https://doi.org/10.1016/j.indmarman.2022.09.021

JYU authors or editors

Publication details

All authors or editors: Mero, Joel; Haapio, Hannele

Journal or series: Industrial Marketing Management

ISSN: 0019-8501

eISSN: 1873-2062

Publication year: 2022

Volume: 107

Pages range: 82-91

Publisher: Elsevier

Publication country: United States

Publication language: English

DOI: https://doi.org/10.1016/j.indmarman.2022.09.021

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/83459


This study investigates how business-to-business (B2B) firms navigate contexts of unexpected uncertainty. Building on the theories of effectuation and dynamic capabilities, the study develops a model that highlights how effectual decision-making logic is manifested in the activities B2B firms employ to sense and seize new opportunities and threats and transform existing business operations. The qualitative data were collected in two phases (before and after the COVID-19 outbreak) and consisted of 24 interviews with 13 B2B firms. The findings demonstrate a strong reliance on managers' effectual decision-making in situations of unexpected uncertainty and provide a set of key activities that help managers to respond to such situations in a rapid and agile manner.

Keywords: decision making; dynamic capabilities; uncertainty; business; organisations (systems); leadership (activity)

Free keywords: decision-making; dynamic capabilities; effectuation; organizational agility; uncertainty

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

Preliminary JUFO rating: 2

Last updated on 2023-10-01 at 14:41